A Small Family Business Goes Social! · Website launched in August 2017 Ecommerce site launches...

A Small Family Business Goes Social!

Expanding a bricks and mortar presence using Constant Contact and social media marketing.

2018 Partner Kick-off

February 2018

Doreen Nicastro

Nicastro Consultants, 2018

About

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Overview

A successful family owned small business serving the Medford Square community for over thirty years.

The Store

Family StaffCommunity

Tommy is the store manager. Yvonne is in sales and marketing.

Roland handing out candy on Halloween. Roland instilling the value of fine jewelry with a young female shopper.

Overall Objectives

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1. Create a new website with a consistent brand and message.

2. Implement ways to communicate with customers and grow contact list.

3. Reward customers who sign up to the vault. Grow loyal customers with promotions and specials.

4. Drive customers to the website to view and purchase estate jewelry.

5. Integrate analytics to monitor progress and goals.

MarketingGoals

Optimize Roland’s online presence.

Design a new mobile website.

Build an e-commerce store to sell estate pieces.

Define a digital marketing strategy.

Establish an email list of regular customers.

Grow email list using monthly promotions.

Promote and reward loyal shoppers.

Drive people to the online vault using email and social media campaigns.

Roland’s Jewelry

Logo Image Hashtags

#rolands#jewelrymedsq

New Website

Social Channels.

Clear Calls to Action.

Mobile Responsive.

Mobile Responsive Displays

Growth Tools

Facebook business page.

In the store. Text to join sign.

On the website.

Consistent Digital Brand, Call to Action and Message.

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Join Roland’s VaultSign up Forms

Sends targeted campaigns to contact lists.

Collects important contact data.

Segments by contact lists.

Sign up Forms

Sends targeted campaigns to contact lists.

Collects important contact data.

Segments by contact lists.

Customer Growth

Join the Vault for future messaging and advertising.

Auto reply and welcome email.

Contact segmentation.

Self select to join the vault.

Growth Process

Incentive is included.

Welcome message is sent.

Customers sign-up to the vault.

Receive 1 free watch battery.

Email and FacebookCampaign

Call to action- join the vault!

Generate a Facebook ad.

Schedule to lists & post on social media.

Drive Action

Join the Vault for exclusive offerings.

Third campaign re-ask.

Second campaign Facebook ask.

First campaign Thank you. no call to action

Evaluate Metrics

What lessons can we learn for future campaigns?

Did the campaign meet expectations?

Analyze campaign and customer engagement.

Email and Facebook campaign metrics

Campaign social media metrics

Snap shot website metrics

Website launched in August 2017

Ecommerce site launches February 2018

• December 2017 website peaked at 54% increase in visits and 157% for page views.

• Email contacts grew from 48 to 200.

• Roland’s email open rate is 38%. Retail industry-11.84%

• Facebook grew from 1000 to 2251 followers, 2883 likes and growing.

• The vault is launching in time for Valentine’s Day.

Phase One (July- Oct)

1. Created a mobile website.

2. Implemented a consistent digital brand and presence.

3. Setup & implemented Constant Contact including connecting client social feeds.

4. Generated three marketing campaigns, scheduled to contacts & social posts.

5. Implemented one Facebook campaign.

Phase Two (Oct-Present )

1. Build e-commerce site: the Vault.

2. Upload jewelry inventory & images.

3. Test and revise site and images.

4. Design campaign for vault launch.

5. Contacted to re-do the photos for 30 items.

6. Launch for Valentine's Day.• Segment contacts.

• Exclusive launch.

Lessons Learned

Digital marketing is not for the faint at heart…

• It’s not a sprint; it’s a marathon.

• Don’t do everything at once.

• Use SMART objectives.

• Calls to action are KPIs.

• Measure the results.

• Optimization opportunities.

• Define modification & changes.

• Use on next campaign.

Thank you!

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